基于结构方程模型的城镇消费者鸡肉消费信心构建

【目的】为了提升鸡肉消费信心,促进鸡肉消费量,促进肉鸡产业发展。【方法】利用消费者调查数据,采用结构方程分析消费者鸡肉消费信心与个人特征、对供应链成员信任程度之间的关系。【结果】消费者对加工企业的信任是影响消费满意度和消费预期最重要的因素,有孩子的消费者消费信心更差,女性比男性对鸡肉的消费满意度和消费预期更强,目前的消费满意度严重影响消费预期。【结论】加强政府食品安全管理力度、强化鸡肉加工企业的诚信道德和社会责任、提高农户安全生产认知可以提升消费信心。

Study on urban consumer confidence in chicken consumption based on structural equation model

[Objective] How to improve consumer confidence is the key to the healthy and sustainable development of the whole chicken industry.[Method] In this study,structural equation model (SEM) is used.[Results] The factors influencing the consumer confidence include the degree of trust in the government,the degree of trust in the farmers,age,gender,income and children.[Conclusion] Measures should be taken such as strengthening food safety supervision by governments,and improving the integrity and social responsibility of chicken processing enterprises,raising farmers' awareness of safe production to enhance consumer confidence.